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Somebody Doesn't Love Raymond, or Screw the Rules, I'm Beautiful!
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Just to be clear: Do you mean only the cases where the celebrity in question is too small-time to really deserve that kind of service?
It can be either. It's more a stock phrase that can be used by a celebrity of significant importance that might be abusing their power or a celebrity of low importance, and occassionally even if they're no longer a celebrity.
This is where someone with an ego and either a small-scale, former, or very much alive celebrity image shows up at a restaurant or other place of busniness and attempt to get more than ordinary standards by bringing up the fact that they are a celebrity, often beginning with the line, "Don't you know who I am?" and expecting something such as services not offered, services when the place of business is closed, or services when there are other people in line ahead of him. Discussed here, https://www.youtube.com/watch?v=_8QW2-TawxQ